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NSW Nurses & Midwives Association

Ratios Save Lives

Ahead of the 2023 NSW Election, the NSW Nurses and Midwives’ Association wanted to remind voters that Dominic Perrottet was stopping NSW from adopting life-saving nurse-to-patient ratios. And that this was putting lives at risk and costing NSW millions in worse medical outcomes.

The NSW NMA have been campaigning on safe nurse-to-patient ratios for years. These ratios have been brought in in Queensland, Victoria and the ACT and are backed by countless international studies citing not just the amount of lives that they can save, but also the financial savings governments can make – as better patient outcomes from ratios lead to less hospital revisits.

Our campaign sought to highlight that Perrottet and the NSW Liberals were holding the state back, and ignoring hard evidence against a game-changing policy.

Our ads drove people to a landing page where they could email their local election candidates demanding they support Nurse to Patient Ratios.

Nurse TVC

Perrottet TVC


We developed an integrated TV, radio and digital campaign resulting in –

572 emails sent to political candidates across the state

9.3 million impressions across TV and Digital

2 million peope reached on Facebook and LinkedIn, and 3.2 million people reached on CUTV and Broadcast TV




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